• October 6, 2010

To underline its message of fast food with "integrity," Chipotle Mexican Grill is running a promotion on Halloween eve (6 p.m. to closing) in which customers who visit a Chipotle location dressed as a "horrifying processed food product" can buy a burrito for the special price of $2.

Proceeds from the "Boorito 2010: The Horrors of Processed Food" promotion (up to a maximum of $1 million) will benefit Jamie Oliver's Food Revolution.

Oliver's television show of that name and the initiative associated with it seek to improve Americans' health by getting them to eat fresh rather than processed foods-a mission that ties in with Chipotle's focus on offering "wholesome, unprocessed" foods employing ingredients from sustainable sources.

The promotion also includes an online contest (at chipotle.com/boorito) in which fans post photos of themselves dressed as processed foods.  Grand prize for the costume judged "most horrifying" is $2,500. Five runners-up will receive $1,000 each, and 20 honorable mention winners will receive a burrito party for 20 guests at the Chipotle location of their choice.--Karlene Lukovitz